This is an edited down recording of a session inside Agency Forge. I felt it was too important not to share with you.

For years I've felt PPC Managers focus far too much attention on their ads accounts and suffer from tunnel vision. This video is all about expanding your horizons, future-proofing your work and skills... and giving you plenty of ideas to implement.

To compliment this video, I have created a checklist here.

Enjoy! - Ed

Reactive – looking for fires to fight

Time pressured, disruptive and inefficient.

It commoditises what you do i.e., hours worked, which is the lowest value denominator for your skills.

Often triggered by pacing and performance issues.

Assumes you can keep improving performance indefinitely by just reacting inside Google Ads.

Proactive - consultative approach

Orientates the conversation around the business and outcome, and not focused on the button pushing work.

Enables clients to stomach periods of weaker performance because you have a strategic plan in place.